For pharma reps, typical in-service fare includes burgers & fries—but not pizza
- Online catering marketplace ezCater conducted an analysis of the food pharma reps typically order during in-service presentations. The research found reps order American cuisine almost three times more often than the national average. Southern and Mexican food were also ordered frequently.
- Surprisingly, pizza was the among the least popular options, with reps 54% less likely to order pizza.
- Most reps order last minute—a day or before the event is scheduled.
While the goal of an in-service presentation usually is to present a new product, pharma reps also want to foster a sense of goodwill, something fostered readily by some comfort food.
American food like burgers and fries were the most popular, followed by Southern (BBQ) and Mexican cuisine. Reps tended to steer clear of curried, spicy foods, and pizza.
Despite their profession, medical professionals didn't appear to go for the healthiest food. Only 1% of pharma orders were for vegan meals and pharma reps ordered desserts more frequently.
EzCater looked at data from more than 8,000 meals ordered by pharma reps. With HCPs dropping in and out of in-service events, food clearly is a major enticement to bring in new faces.